You might think VRM is your company’s process or tech system for managing the contracting and invoicing of vendors, contractors, or outsources. VRM does indeed stand for “vendor relationship management.” But what I’m talking about today is customers having just such tools for managing purchases from you. You are their vendor, after all. As marketers […]
Privacy and security are the drivers of better tools for customers. It is driving the development of VRM tools. And these will change how we market.
They roll back website legal terms after customers express outrage There are many fascinating things about General Mills’ PR headache of the last week and there are lessons to be learned. In a blog post announcing they are rolling back changes to their website legal terms, they seem baffled by the uproar their new legal […]
Social media is over-the-top biased toward extroverts. So it’s not surprising that nearly every social media strategy and its popular metrics focus on capturing extroverted behaviors. But that also means that by ignoring strategies that engage introverts, you are leaving a lot of value sitting on the digital table. Few organizations design social programs to […]
Jaron Lanier calls them the Siren Servers. Our social nets, search engines, sharing apps. They implore us to build our digital doubles, bit by lowly bit, seducing us to invest ever more time and resources into creating more and more data. The Sirens’ voices form visions of Visibility, Celebrity, Business Opportunity or maybe even Fame […]